Digital marketing and Growth Hacking - Google LaunchPad Bangalore - 14th May
-
Upload
ravi-trivedi -
Category
Marketing
-
view
688 -
download
2
Transcript of Digital marketing and Growth Hacking - Google LaunchPad Bangalore - 14th May
Digital Marketing and Growth Hacking Workshop
Google LaunchPad Week Banagalore
Tips, Tools and Hacks 14-May-2015
By Ravi Trivedi | @trivediravi | [email protected]
My Background
Venture Investor [US]
Equity Analyst [US]
Digital Marketing [US]
Online Division [US]
Startups, Investment, Technology
Operate Startups + Angel Investments [India]Portfoli
o
Digital Marketing
Digital Marketing [India]
• Advised Companies on Growth [ India]
Software Developer, BizDev
Overview [Bird Eye View] What is Growth Hacking ?
Foundations for Growth Hacking Three Steps to a Quick Marketing Plan ▪ Some Conversion Optimization Tips▪ Free Tools to Do Research & Analysis
B) Drive Traffic Best Practices/Hacks
▪ Organic & Free Traffic▪ Paid Traffic
What is Growth Hacking
Grow Rapidly with Limited Marketing Spend $$
It is a process and mind-set, and not a one time only tactic.
Remember, true Growth Hacks are short-lived. You need to keep finding new ideas.
Try Contrarian Thinking [E.g. Facebook Like Campaign]
Marketing Tactics that have Elements of Growth Hacking Inbound Marketing Conversation Marketing Organic Customer Acquisition
3 Step marketing plan
1. Identify Your Target Market
What Business You Are In ? [ Twitter 140 char]
Who are you Marketing to? Is It Targeted Enough? Where can you find your Target
Audience? Is your market large, but still
targeted?
2. Hone your Messaging
Why is Messaging Important ? ▪ Bounce Rate. Good benchmark
Create Messaging For Target Audience Broad messaging has poor conversion
OK to ignore a set of audience, as long as you reach target audience.
Don’t create messaging YOU want, create messaging for what the customers CARE about.
3. Pick Top 3 Marketing Tactics & Test
List all the places where your target customers are Use Tools to analyze competitors dominant
acquisition strategy
Analyze the 3 Tactics/Channel With Highest Expected ROI & Volume Use keyword and other research to get to expected
Volume/ROI. Measure ROI of channels. Remove Channels that
don’t perform
Next – some tools to help you with this analysis
Channel Volume [Clicks]
ROI
Adwords 10,000 15%
Email 5,000 25%
SimilarWeb – Competitor Analysis Tool
Marketing Mix in SimilarWeb
Quick Keyword research
Quick Keyword research using Adwords Tool & GWT
Adwords Tool
GWT
Marketing Mix
3. Pick Top 3 Marketing Tactics & Test
Add Channels that perform
Always Be Testing
Don’t track Vanity Metrics. [90% GA Metrics] Track Actionable Metrics– Conversion,
Churn.
If you want Big Improvement in Results, be ready to make Drastic Changes
3. How to Benchmark, & Analyse
Funnel Analysis What is the Funnel for your Business? What are the benchmarks for your industry
conversion▪ Lead Gen – Benchmark ▪ Registration Rate▪ Conversion on Ecommerce▪ SAAS : Free to Paid Conversion Rate
Have you Set Up Enable Event/Goal Tracking in GA Micro-conversions Are Valuable too▪ Whitepaper download, Video watch, Newsletter Subscriber▪ How much value should I assign to each conversion
Visitors
Add to Cart
Checkout
Sample Example - Freshdesk
Workshop
• Tell me the Startup/Company/Website you run/manage
• Let us make a Quick Online Marketing Plan for your online business
Summary
Understand Your Target Market Know Your Target Audience
Hone Your Messaging Targeted Messaging
Drive Traffic Growth Hacks
Best Practice/Hacks for Traffic
Organic or Free Traffic
12 Hacks to Drive “Free” Traffic1. Post on Slideshare, Visual.ly,
YouTube 2. Write Guest Blog Posts on
Relevant High Traffic Authority Sites
3. Answer Questions on Quora/Forums
4. Comment marketing5. Trend on Hacker News or
Reddit6. Press Coverage
Remember YMMV, so test out each of theseHow to Create Original & Unique Content - Survey, Infographic
12 Hacks to Drive “Free” Traffic
7. Start a Meetup/Facebook Group & Post there
8. Post on Craigslist, OLX, Quikr9. Conduct Webinars 10. Create whitepapers for download11. Twitter – Piggyback on a relevant
trending #, or events12. Piggyback on large events in your
space – PPC ads
CTR By Search Type & Position
* Source : Compete.com Research -2012
Getting #1 Rank in SEO = Growth Hack
SEO Best Practice #1
Target Long Tail/Mid-tail keywords Easier to Rank, due to low competition▪ If you aggregate several Long tail/mid-tail
keywords, they add up to good chunk of traffic.▪ SAAS : Use FAQs as a way to target long tail
keywords▪ eHow.com : Built around long queries, mid
tier traffic▪ How to get a visa to India?
Ex: Ebay targets over 100 million keywords
SEO Best Practice #2 Use “Structured Data” tags in content,
for getting higher CTR [extra line in Search results] Breadcrumbs
Use Rel=Author Tag
Rating
SEO Best Practices Summary
Speed of Page Load Impacts SEO Check your page loading at YSlow or Pingdom Google PageSpeed Service.
Avoid Technical Errors [ Check GWT] Internal Linking
Link key pages internally Link Building
Don’t link to root domain only. Link to deeper pages Don’t do Anchor text stuffing Domain Diversity - Unique C Block Domains High PR Domains Follow Vs. No Follow Links Speed of Link Building
Google Webmaster – Underutilized SEO resource
Paid Traffic
Best Practice #1 – Run Display Ads along with PPC for ROI
• Retargeting (Display) + Search a recommended combination
Retargeting Campaign [ Type of Display Ad]
Target Users That Have Visited Your Site Show them your Banner Ads To create list of users who have visited your
site Cookie using Google Analytics Cookie using Adwords
This Increases brand recall, and improves PPC performance by 10 to 30%
Display Ads & Media Buying
Display Inventory sold on CPM or CPC in other parts of world.
In India you can buy it on CPL (Cost Per Lead) or CPS (Cost Per Sale).
Remnant inventory could be bought cheaper
Adwords – Best practice #2 Improve CTR of your campaign by
Use SiteLinks [ Even if you are not in Top 3 position]
Google+ Link
Paid Search Vs SEO strategy
One example
FB PPC campaigns
Keep Test Budget of Atleast Rs 5000 for each campaign to testKeep CTR of ads above 0.2%
Brighter & Large Images get Higher CTR.Use information from the Fan page/Other sources to determine what is trending/popular and use in Ad. Remember, Misleading Ad Copy Can Get Clicks, but poor Conversion
FB campaigns Optimization Tips
Pause Ads when Frequency >3 Frequency = Number of times a person sees the same ad
Pause Ads during low conversion periods = Midnight to morning. This alone boosts performance by 20 to 30%
Custom Audience Can Yield Very High Returns Can Run Ads against your database. Look alike audience
Retargeting in FB also known to boost results
Summary of Tools, Websites & Books Recommended
QuickSprout – SEO, Content Marketing
Search Engine Watch – SEO, PPC
Occam’s Razor – Analytics
1. Alexa/Similarweb
2. SEOMoz3. Google
Analytics4. Adwords Editor
Email: [email protected], @trivediravi